Imagine your car playing personalized ads based on your destination, vehicle information, and even your conversations. That’s right—Ford has patented a cutting-edge system designed to serve ads tailored specifically to you. According to the patent, this system uses a variety of data sources to customize advertisements that play while you’re driving. These sources include voice commands, voice recognition, and even real-time conversations between you and your passengers.
How the System Works
Ford’s proposed system would leverage voice commands given to the vehicle to identify your preferences and those of your passengers. It could even monitor your conversations to decide whether to display visual ads or play audio ads depending on whether you’re engaged in a discussion or in a moment of quiet. For instance, if you’re chatting away, the system might opt for a visual ad, whereas during a lull in conversation, an audio ad might be more appropriate.
Important Disclaimer
It’s crucial to note that a patent filing doesn’t mean Ford is definitely planning to implement this technology. The patent primarily serves to safeguard Ford’s intellectual property from competitors. As Jeff Goldblum famously put it, “Your scientists were so preoccupied with whether they could, they didn’t stop to think if they should.”
Navigating Consumer Preferences
The patent also acknowledges that in-car ads might not be well-received by passengers. It mentions the need to balance the occupants’ natural desire to avoid ads with the potential revenue from ad-based monetization. Ford’s system would use various algorithms to minimize disruption by analyzing the context and timing of ads to cater to passengers’ tolerance levels.
Ad Personalization Based on Context
If the system detects that you’re driving to a shopping mall, it could tailor ads to your location and driving conditions. For example, if the weather is bad or traffic is heavy, the system might adjust the number and type of ads it serves. It could also offer different ad formats based on the time of day and your in-car activity—audio ads for when you’re focused on the road and visual ads for when you’re less engaged.
Feedback and Adaptation
The system would also monitor your reactions to the ads. Positive interactions, such as clicking a “get a promo code” button, would indicate that the ads are well-received, while vocal complaints would be noted as negative feedback. This allows the system to adjust its ad strategy accordingly.
Future Implications
While this patent describes a futuristic concept, it’s important to remember that it doesn’t guarantee immediate implementation. However, as subscription-based features become more prevalent, it’s not far-fetched to imagine a scenario where you might trade a monthly fee for a discounted vehicle purchase in exchange for tolerating in-car ads.
